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Marketing metrics in tourism. An explorative survey about managerial behaviours of profit oriented touristic companies
Journal Title: MERCATI & COMPETITIVITÀ 
Author/s: Attilio Bruni 
Year:  2013 Issue: Language: Italian 
Pages:  25 Pg. 105-129 FullText PDF:  845 KB
DOI:  10.3280/MC2013-002006
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The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.
Keywords: Trends in tourism, marketing performance measurement, marketing metrics.

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Attilio Bruni, Marketing metrics in tourism. An explorative survey about managerial behaviours of profit oriented touristic companies in "MERCATI & COMPETITIVITÀ" 2/2013, pp. 105-129, DOI:10.3280/MC2013-002006

   

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